How to Write a Press Release in 7 Easy Steps (2020 Update)

The list goes on! 

Just use these examples we listed here as a guide to what usually works.

Best Practices to Follow When Writing Press Releases

Here are some key things to keep in mind when writing press releases for maximum media coverage.

1. Define Your Goals

When writing press releases, ask yourself – “What am I trying to achieve out of this?”

Is it boosting your social media following? Building brand awareness for a crowdfunding campaign? Tapping into physical media like newspapers?

It’s important to identify this at the start because, in order to reach each of these goals, you’ll have to adopt different strategies. 

Remember a crowdfunding press release for a new innovation will look a lot different than a nonprofit press release looking for donations!

2. Put Yourself In Their Shoes

Remember, you’re writing a press release for journalists. So when you’re writing a press release, you’ll have to adopt a journalistic style of writing.

How do you do that? 

By thinking like one.

Journalists go through hundreds of pitches every day. The last thing they want to do is sift through tons of sentences to find out if it’s relevant. 

If relevant information is easily accessible in the title and lead, they’re more likely to give it a chance.

Also, remember that they’re not public relations[13] professionals or influencers on social channels. That’s why it’s a good idea to keep your press release writing factualnot exaggerated.

3. Target the Right Beat

I cannot stress how important this is.

You could have the greatest media release ever, but if your sales pitch goes to the wrong journalist or publication, you’re going to go nowhere.

There are two things to keep in mind when you’re about to pitch your press release:

  • Whether the journalist or publication you’re pitching to covers the area that your product or service is involved in
  • Whether the people who read their work align with your target audience 

Think about it.

Can you imagine a book press release being sent to a publication who exclusively deals with music? 

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